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Political Content is on the Decline on Facebook, According to the Latest ‘Widely Viewed Content Report’

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NFTs are Coming to Facebook and Instagram – Whether You Like Them or Not

This was… unexpected,

Today, Meta has released its latest Widely Viewed Content Report for Facebook, covering Q3 2022, which, for the first time, isn’t riddled with data gaps due to some of the most popular posts in the app later being removed by Meta for violating its platform rules.

Which is pretty much the opposite of the intended purpose of this report.

Meta originally came up with its Widely Viewed Content Report, which shows the most viewed posts and links in the app, as a means to counter the narrative that its algorithms help to amplify right-wing and extremist content – though thus far, it hasn’t really succeeded in showing that this isn’t the case, necessarily.

But this time around, in combination with Meta’s effort to reduce political content in people’s Facebook feeds, the most shared and viewed content lists do look a little different, with much less political-related material in the mix.

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So what are people on Facebook checking out?

In essence, it’s a mixed bag of supermarket tabloid rubbish: a teacher fired for dancing on TikTok, pictures of women who peaked in high school, Drake taking photos of a random lady in a restaurant, Madonna’s son as a fashion icon, Brad Pitt’s daughter attending college, renewed fan theories about 1998 film ‘The Parent Trap’, vaginal tattoos, the Royals – again, the exact type of stuff you see on the front pages of those magazines alongside the check-out.  

Which is not surprising, given that Facebook is now predominantly used by older people, as younger audiences switch to TikTok instead. It seems that these types of stories resonate more with older audiences, salacious gossip, and relatable celebrity tales, that make people feel more connected to the stars.

Also, a story about putting peanuts in Coca-Cola:

Let the peanuts marinate in the Coke for a bit and you’ve got yourself a sweet, savory drink with a nice little snack at the end.

Yeah, no thanks.

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Again, I’m not sure that the Widely Viewed Content report really reflects what Meta had initially intended, though this latest listing does go some way towards suggesting that politics is not as dominant in the app as it once was, based on its previous updates.

But then again, what it does show is that Facebook is loaded with junk, with these top 20 links alone reaching more than 200 million people through that app in Q3. Meta has also gone to effort to reduce the amount of spammy, ‘regrettable’ engagement bait in the app, with previous lists also showing that scams were prevalent in its most-shared links. Those types of URLs are also not present here – so while it is junk, at least it’s not harmful rubbish, in a political or social sense.

What does that suggest to content marketers and those looking to maximize their Facebook reach?

Probably not much, unless you can find some angle for your promotions that relates to similar tabloid-style trends and celebrity gossip.

In terms of the most viewed domains from Facebook referrals in Q3, YouTube remained at the top of the list:

Meta Widely Viewed Content Report

Those top domains don’t really provide enough context for this to be of value, as people could be watching anything on YouTube, while the second relates to shared GIFs, followed by fundraisers, TikTok and Amazon.

Without the added insight of what, specifically, people are looking at on each, this list isn’t much help – though I guess the point, from Meta’s perspective, is that Fox News and related sites are not as dominant as some past reports have suggested.

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There’s also this:

Meta Widely Viewed Content Report

A total of 15.2% of the posts displayed in people’s Facebook feeds came via Meta’s automated Feed recommendations, which show people content from sources that they’re not following, but may be interested in.

Meta CEO Mark Zuckerberg has previously noted that this will increase over time, with more and more content being shown to users based on AI recommendations, not on their own social graph or explicit, manually selected follows.

That could be a good thing, and could help Facebook drive more engagement, or it could push people away, as they’re confronted with more random stuff in the app.

Either way, right now, it’s already a significant element – though whether that’s getting more people to spend more time on Facebook, we don’t know as yet.

Overall, the key takeaway from this latest Widely Viewed Content report is that political content does appear to be less of a focus for Facebook users – or at least, it’s getting less reach. It’s being replaced by celebrity gossip and junk, but still, that’s better than political polarization via the Facebook feed.

Also, AI recommendations are on the rise, and it’ll be interesting to see how much this increases in the Q2 Widely Viewed Content update.

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You can check out Facebook’s Widely Viewed Content Report for Q3 2022 here.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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